KFC has taken a fresh approach in its latest social media campaign, moving away from the typical product-focused advertisements and short-term promotions. This time, the fast-food giant aimed to connect with consumers on a deeper level by sharing insights into how its iconic chicken is prepared.
The campaign, designed with a “social first” strategy, provided a behind-the-scenes look at KFC’s kitchen processes, from sourcing ingredients to the precise temperature at which the chicken is fried. While the secret blend of spices and coating was not disclosed, KFC used this opportunity to strengthen brand affinity and trust among its audience.
The BPG Group, the creative agency behind the campaign, was given the challenge of creating a brand narrative that would reinforce positive feelings about KFC while staying true to the brand’s familiar tone and sense of humor.
To maintain this light-hearted tone, the campaign featured playful language to describe the cooking process. For instance, it explained, “How do we bread our chicken? Exactly seven times and always by hand. No step skipped. Where does our chicken come from? Locally sourced, hormone-free.”
The ad also highlighted KFC’s commitment to quality by stating, “How is it fried? At 170 degrees in pure vegetable oil that is changed every day. How long does it stay on the shelf? 30 minutes or we do it again. No shortcuts.”
Adding a touch of mystery, KFC teased viewers about its closely guarded secret recipe, only to cheekily reveal, “Do you still want to know our secret recipe? Nice try…it’s herbs & spices, but that’s all we can tell you.”
The campaign was rolled out across KFC’s social media platforms in Saudi Arabia, Kuwait, and Egypt, where it aimed to engage consumers and build stronger connections with the brand.